MARKETING LIBYA AS A TOURIST DESTINATION: STRATEGIES FOR DEVELOPMENT Atiya Abuharris and Les Ruddock Research Institute for the Built and Human Environment, University of Salford Manchester, M7 9NU UK E-mail:
[email protected] ABSTRACT: Although Libya is not a tourism-dependent country, this activity could become one of the most important sectors for the Libyan economy and its importance for the country's development is increasing year by year. The national economy, which for so many years has been bolstered by the oil factor, could clearly benefit from this growth in tourism. Tourism as a recognized industry in the world is relatively recent, and in Libya is a young country. Libya has the potential to become one of the most attractive places for tourists in North Africa. However, in order for Libya to fully exploit this tourism potential, there are several important issues to consider. The paper will be concerned with important issues regarding the development of the sector. It analyses the opportunities and challenges with which Libya’s international tourism is confronted as well as suggests the choices of policies and strategies Libya should undertake for its tourism development in the shadow of the country’s new orientations to reduce its economic dependency on oil revenue. Keywords : Tourism, Libya, challenges, opportunities, planning, development. INTRODUCTION Tourism is one of the largest industries in the world and, in several countries tourism has replaced oil at the top of the list in terms of foreign currency movements. In fact international tourism is an important part of trade in services, whose development has attracted the attention of the world community.